The campaign focuses on the gap between awareness and action. Every October, social media feeds fill with pink awareness posts. The campaign breaks this familiar pattern, both literally and creatively, to reveal a clear message: “Don’t put off your breast check any longer.”​

At the heart of the creative concept is lilly.gr/EpomenoVima, a dedicated landing page offering clear guidance, reliable information and links to official resources. It helps women find their next step, whether they have received a screening reminder, are unsure where to start or have noticed a change in their breast.

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The need for a clear next step is also reflected in the available data. According to Eurostat, in 2023, only 14.5% of eligible women aged 50–69 in Greece underwent mammography as part of the organised breast cancer screening programme.*​

The campaign runs across Meta, YouTube, TikTok and DV360, using video and static formats to encourage audiences to move from awareness to action.​

Because early diagnosis can make a difference.​

*Source: Eurostat, Cancer screening statistics, 2023.​

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Through the key phrase “Something has changed. Have you noticed?”, the campaign highlights familiar moments that should prompt concern: an object in an unusual place, a familiar task that becomes difficult, a word that does not come easily. Primarily aimed at families and caregivers, it encourages them to notice persistent changes in their loved ones’ behaviour.

BAAS DIGITAL translated the idea into a unified verbal and visual identity, with a small inconsistency in each image inviting viewers to spot the difference. The bright aesthetic and selective use of purple create a recognisable identity, treating the subject with sensitivity and respect.

Eleni Rantou conveys the human side of caregiving, while informative medical videos featuring neurologist Dr Vasileios Lyras complement the campaign, explaining potential early signs and changes in speech and communication.

Designed to run across Meta and YouTube, the campaign combines broad reach with informative content.

Through its collaboration with PHARMASERVE-LILLY, BAAS DIGITAL brings together strategic thinking and creativity to serve a meaningful awareness goal: encouraging us to pay attention to persistent changes and start a conversation with a specialist.

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Fully leveraging their video production capabilities, the experienced professionals at BAAS DIGITAL were right at the heart of the action. Our primary goal wasn’t just to record events, but to cinematically capture the pulse of the exhibition, while highlighting the leading position of the International brand and AkzoNobel, their expertise, and the sustainable solutions they offer to modern shipping.​

From stunning shots at the company’s impressive booth and capturing dynamic networking with top industry professionals, to in-depth interviews with key executives, our team designed and delivered a comprehensive, high-end audiovisual package. Our approach ensured that the final result serves as an exceptionally powerful B2B communication tool, ready to be leveraged across the client’s international campaigns on LinkedIn, Meta, and YouTube.​

Once again, BAAS DIGITAL demonstrates the practical value of its “hybrid” model. By offering vertically integrated solutions, from the initial strategic concept and high-spec in-house production to performance marketing, we continue to build long-lasting relationships of trust with leading global brands.​

We are proud to have “set sail” alongside AkzoNobel at Posidonia 2026, translating their success and vision into powerful digital imagery!

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​The new phase of the communication strategy includes an impressive promotional initiative that “dresses” the interiors of Athens Metro trains with highly aesthetic visuals, which then “come to life” as videos across digital platforms.​

Four Protagonists, One Message: “Invisible” Power​

At the core of the creative concept are four unexpected “heroes”: a chameleon, a monkey, a cat, and two green parrots.​

These powerful images act as the ultimate visual “hook,” catching the attention of viewers. Each visual cleverly symbolizes the unique features of Zealux heat pumps- specifically the PAD Design model, which boasts a customizable front panel:​

• Their ability to become “invisible” and blend seamlessly into any space, just like a chameleon.​
• Their completely silent operation, ensuring ultimate comfort and tranquility.​
• Their deeply ecological character and the “green” philosophy of the Zealux brand.​

Zealux: Zeal for the Technology of Tomorrow​

The new campaign across the Metro and digital media works synergistically to reinforce the central concept, “Zealux means Zeal for the technology of tomorrow,” which BAAS DIGITAL introduced to the market a few months ago. The goal is to firmly establish the Zealux name in the minds of Greek consumers, positioning it as a brand synonymous with top-tier quality, aesthetics, and innovation, brought exclusively to Greece by Delta Techniki Group SA.​

Holistic Communication Strategy​

The physical presence in the Metro is accompanied by a comprehensive digital campaign across META, LinkedIn, DV360, and YouTube. Through these channels, the Zealux message reaches both the public and professionals in the construction and HVAC (heating, ventilation, and air conditioning) sectors, inviting them to discover the technology of tomorrow.

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​Within the framework of this partnership, the educational programme will be delivered by two experienced BAAS DIGITAL executives: Panagiotis Kazanis (Founder – Global Client & Media Strategy Director) and Nikolas Mougkopetros (Head of Performance). They will bring into the classroom the valuable experience they have gained from managing demanding international projects, effectively bridging the gap between academic training and the real needs of the market.​

​Aiming for Practical Application and Innovation​

The Professional Diploma/Certificate in Digital Marketing & AI is a comprehensive professional training program designed to offer modern and practical knowledge. It targets those wishing to acquire substantial, immediately applicable skills for brand development, efficient campaign management, and digital strategy development.​

​The key pillars of the training include:​

• Performance Advertising: Techniques for measurable results and ROI optimization.​
• Digital Marketing Strategy: A holistic approach to business growth.​
• Artificial Intelligence (AI): The practical application of AI in modern marketing tools.​

A Confirmation of Trust and Expertise​

Choosing BAAS DIGITAL as the academic partner for such a specialized field reaffirms the agency’s recognised expertise. With international experience and proven results that have earned the trust of its clientele, the company continues to invest in knowledge transfer and in shaping a market of industry-ready professionals.​

​For brands seeking partners with deep knowledge of the digital landscape and the ability to immediately implement innovative solutions, BAAS DIGITAL remains at the cutting edge of industry developments.

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Following the first phase, which targeted teenagers with humor and a pop aesthetic– dismantling vaping as a disgusting and sad habit–the campaign now shifts to the broader public, still with a strong emphasis on young audiences. The narrative evolves from deconstructing negative role models to elevating bright and inspiring ones, with a clear message: “Vaping isn’t cool. You are!“​

Leading by example​

The new campaign video, produced in-house by BAAS DIGITAL, features our world champions, Sofia Tornarou, Foteini Tricha, Vasiliki Plevritou, and Eirini Ninou. Four women who, through discipline and personal strength, prove that being “cool” isn’t about following the crowd; it’s about caring for yourself and making your own choices. With honesty and simplicity, they explain that they rejected vaping not because they were “supposed to”, but because it doesn’t fit the mindset of someone who aims high and works to win.​

A Comprehensive 360° Communication Strategy​

For the second phase of the campaign, BAAS DIGITAL leveraged its full creative capabilities, undertaking the entire video production, from scriptwriting and creative direction to shoot planning and execution at the Resteio Swimming Pool, post-production, and digital media rollout across Meta, YouTube and TikTok. Simultaneously, the campaign is already live on Athens Metro train posters, extending its public presence.​

Beyond its creative signature, the BAAS DIGITAL team offered its kind support to W4O Hellas for the realization of this significant campaign, which aims to raise awareness and prevent modern forms of addiction.​

The new video premiered during a press conference on November 19, 2025, at the Athens Capital Hotel – MGallery Collection, attended by our Champions.

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The strength of BAAS DIGITAL lies in its integrated approach, which covers every stage: from communication strategy and creative concept to filming, post-production, and performance marketing. This process, with the motto “from planning a new strategy… to planning the next video production” ensures that every production is not only aesthetically flawless but also strategically designed to achieve its goals, offering complete control and top quality in the final result.​

BAAS DIGITAL‘s experienced production team collaborates closely with each client, putting their vision at the forefront. The result is high-quality, flexible, and affordable productions, fully tailored to the needs of each brand, whether it’s a television commercial or a dynamic reel. The team has already earned the trust of clients such as Pharmaserve-Lilly, the NGO Women 4 Oncology, and the new health and wellness brand Fascentia, successfully implementing demanding projects.​

With these new capabilities, BAAS DIGITAL is ready to offer a cinematic experience that elevates the image of any brand, proving how powerful storytelling and state-of-the-art production can breathe new life into communication.​

BAAS DIGITAL. The future is hybrid.

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BAAS DIGITAL undertook the strategic planning, campaign creation, and its promotion through performance marketing on the digital channels where young people are most active: Meta, YouTube, and TikTok. At the same time, the campaign is also being communicated to television audiences through the MAD TV channel, which is particularly popular among youth.

The creative approach uses the communication codes, irony, humor, and language of the target audience to achieve resonance with the message. At the heart of the concept is the fictional product “PUFF’NPOOF”, which is presented through its new, awful flavors. A humorously paradoxical tone and a mixed media visual style are used to create a vibrant visual identity. In this way, the campaign speaks to the younger audience not by lecturing, but by activating their instinct to question everything—through the central message: “Vaping is kinda sad. You’re not.”​

​This initiative is built around two strategic pillars:​

1. Highlighting negative role models: Teenage role models who choose vaping are placed at the forefront and humorously deconstructed to emphasize that vaping is ultimately “kinda sad.”​
2. Strengthening personal choice: The campaign encourages young people to resist peer pressure that portrays vaping asdesirable. Its goal is to promote authenticity in a smart and relatable way.​

Targeted action is now crucial, given the rapid rise of vaping among teenagers. The collaboration between BAAS DIGITAL andW4O Hellas represents a vital step in raising awareness among young people about the risks of vaping. The campaign is part ofW4O Hellas’s nationwide initiative to prevent smoking and vaping, with a special focus on adolescents and young adults.

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​The power of personal testimony​

​We chose to focus on real stories. Collaborating with micro-influencers Dorothea Iatrou and Panagiota Zaravella, we created a series of videos that don’t just talk about Alopecia Areata but vividly show what it’s like to live with it. Their testimonies share practical ways of managing daily challenges, emphasizing both psychological struggles and emotional victories. Our goal was to illuminate the difficulties faced by patients and remind them they are never alone on this journey.​

​A new perspective, the same powerful message​

​Maintaining the successful concept “You are the head of it”, this year we adopted a fresh, visually renewed approach. This shift helped our message reach the public even more dynamically across Meta platforms (Facebook & Instagram), YouTube, and the DV360 programmatic network, ensuring maximum dissemination. For us, this wasn’t just a production; it was a meaningful opportunity to give voice to stories that deserve to be heard.

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Fascentia is a specialized, two-day Fasting Mimicking Diet (FMD) program, designed specifically for busy people seeking weight management and a deep physical and mental uplift. The program is fully tailored to each person’s energy needs, physical activity level, and any medical specificities, following a personal consultation with Christina Kostara. The signature menu is curated by Theologos Amiras (Group Executive Chef, Nice n Easy).

​BAAS DIGITAL led the end-to-end launch of Fascentia, delivering a full suite of services including:​

• Naming of the new brand​
• Creation of Corporate Identity (Branding & Logo Design), aligned with Fascentia’s philosophy​
• Development of a creative concept and tagline: “Ascend through culinary fasting.”​
• Design of an integrated digital strategy to introduce the brand to market​
• Content creation and video production, highlighting the transformative experience Fascentia offers​
• Implementation of a performance funnel for lead generation, launching initially on Instagram and Facebook, with a focus on the Attica region​

BAAS DIGITAL’s strategic approach centered on shaping a dynamic identity and targeted digital narrative that clearly conveys Fascentia’s core promise: a journey of ascension and transformation through culinary fasting.​

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